June the 18th, 2026 – John Malkovich complains about everything in the latest, hit Croatia tourism ad, and those who know Croatia well have said he’s just “like a real Croat” precisely because of that.
The brand new (and absolutely fantastic, if you ask us) Croatian tourism campaign starring Hollywood actor John Malkovich has sparked plenty of reactions online, not because of spectacular beaches or famous landmarks, but because the actor spends much of the advertisement complaining – in the true Croatian way.
The campaign, created by the Croatian National Tourist Board (HTZ), uses humour to introduce international audiences to one of Croatia’s most recognisable lifestyle concepts: fjaka, the art of slowing down, relaxing, and enjoying the moment. In the video, Malkovich sits in Split with Croatian Tourism Minister Tonči Glavina and appears frustrated by the lack of activity and how everyone just sits around doing nothing.
“Tonči, I don’t know what to tell you. We’ve been sitting here for hours. We haven’t done anything today. What is happening?” Malkovich jokes in the opening scene. The answer comes quickly: he’s in Croatia and he needs to learn about fjaka.
After discovering the idea, the advertisement follows the legendary John Malkovich through various, widly different Croatian landscapes, presenting the country not just as a summer destination, but as a place built around atmosphere, culture, and everyday experiences. The choice of Malkovich has also attracted attention because of his Croatian heritage. The actor has spoken publicly about his Croatian roots, and he recently received Croatian citizenship. The campaign was produced with creative input from Pete Radovich, an award-winning American television and sports producer of Croatian heritage, and aims to strengthen Croatia’s image internationally, particularly in the American market.
Online reactions have been overwhelmingly focused on one thing: how Croatian the character feels. Many viewers joked that Malkovich’s constant complaining actually made him seem more Croatian than a traditional tourism ambassador. The irony was not lost on audiences. A foreign visitor arrives expecting to see a country full of action — only to discover that the Croatian experience often includes sitting, talking, drinking coffee, and enjoying the moment.
In other words, he is not failing to experience Croatia, he’s just genuinely understanding it.
